Why Microsoft’s Edge browser fails to attract users despite full-page ads

Microsoft Edge browser on laptop

(Image credit: / monticello)

Microsoft Edge Browser Prompts Users to Switch to Default Browser

Microsoft is becoming more aggressive in its push to make users switch to its Edge browser. According to Neowin, after a browser update, Microsoft Edge prompts users with a full-page ad that states: “Welcome back, we have new things for you to explore.” The page takes up the title bar, so users cannot ‘X’ out of it. They have to click the “Get Started” button at the bottom of the page to move on.

The ad brings users to another page, which is another full-screen ad for Edge that tries to convince them to make it their default browser. This time, users can uncheck the box at the bottom that states “Use Microsoft recommended browser settings,” then click the “Save and continue” box below that.

After that, users finally reach the page that thanks them for updating Edge to the latest version, indicating that this whole process might occur after every update instead of after a new install or first OS launch. There’s a chance that the frequency of this process could be in error, but it’s hard to say given Microsoft’s own history on the matter.

Microsoft Needs to Do Better

Microsoft Edge is not a bad web browser. Unlike the exceptionally buggy and hazardous Internet Explorer that Microsoft thankfully retired, Edge is much safer, faster, and in some regards even better than Google Chrome (it’s not a memory hog like Chrome, for instance).

However, trying to shift people away from Chrome is a tall order, especially considering the current market share for the latter browser. Not to mention the fact that Chrome recently stole one of Edge’s best features. And while Microsoft is desperate for a bigger slice of the pie, forcing ads on users is not the way to go.

Edge has plenty of merits in its own right outside of its often superior performance like online shopping features, the excellent Collections feature, its accessibility features including Read aloud, and its very aesthetically pleasing layout. Not to mention that it’s also getting the Video Super Resolution (VSR) feature, which will let users upscale low-res online videos, and its ChatGPT tool.

So instead of shoving full-page, inescapable ads that are likely to turn off anyone from using the browser, Microsoft needs to better promote it by conveying all its benefits. Because as of now, those ads tell users nothing about Edge other than it’s new and more importantly, give them zero incentive to switch over to it.

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Allisa is a Computing Staff Writer who covers breaking news and rumors in the computing industry, as well as reviews, hands-on previews, featured articles, and the latest deals and trends. In her spare time, you can find her chatting it up on her two podcasts, Megaten Marathon and Combo Chain, as well as playing any JRPGs she can get her hands on.

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